UK Firm MediaEquals Brings Ad Network Out Of Beta

MediaEquals, a London-based online ad trading platform, is wrapping up the first test of its system, which was launched in beta back in January. IHT profiles the company, highlighting its endorsement by traditional media buying agencies, which include Publicis’ Starcom MediaVest Group. MediaEquals is concentrating on Britain first, with plans to quickly expand its services to the rest of Europe and U.S. Unlike a lot of ad networks that place ads automatically through an auction system, MediaEquals says its wants to narrow its ad buys to premium spots on major media publishers’ web pages.

A company announcement issued in early April, also cites partnerships with other media shops, including Interpublic’s Initiative London, as well as media companies such as BBC Magazines, which is hoping to extend its buyer base than the usual method of having its sales teams call potential buyers. CBS (NYSE: CBS) Outdoor, which buys space on billboards, has also been working with MediaEquals on creating a co-branded site as platform to supplement its marketing. Release (PDF)

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